TEST CASE STËLZ CHRISTMAS CAMPAIGN
As part of a creative test case, STËLZ asked for a standout Christmas campaign that feels unmistakably STËLZ. The assignment was to develop a concept for STËLZ x Christmas and translate the brand’s existing identity into a key visual and an additional free-format execution, such as packaging, merchandise, a collaboration or activation.
The month of December is full of old-fashioned traditions. From the topper on the Christmas tree to the bottle of champagne popped at midnight, we’ve seen it all before. Time for a little facelift.
This holiday season, STËLZ gives the classics of December a younger, bolder twist. The traditions stay, but done the STËLZ way.
“PROOSTEN & PIEKEN”
Especially for the holiday season, STËLZ gets a limited-edition Christmas 10-Pack featuring four winter flavours.
Just like with the World Cup pack, the box includes an exclusive goodie: the STËLZ tree topper, a Christmas tree topper shaped like a STËLZ can.
The topper (piek) opens up plenty of opportunities for wordplay around ‘pieken’ (peaking) and alcohol, giving the campaign a typical STËLZ edge. The product itself is ironic too: the traditional, almost sacred spot at the top of the Christmas tree isn’t crowned with an angel or a star, but with a can of alcohol.
This makes the goodie part of the joke as well as a collector’s item. A new Christmas tradition and the ultimate must-have for the top of every student house Christmas tree.
BOTTLED EDITION
Champagne is synonymous with New Year’s Eve and the holiday season. But not everyone, and certainly not everyone within STËLZ’s younger target audience, actually likes the taste of it. That’s why, during the holidays, we’re launching Cranberry Champagne STËLZ not only as a can, but also as a limited-edition champagne bottle.
This way, you still get the full ritual: bringing a bottle to a party, popping the cork, spraying it and raising a toast, but with STËLZ. The limited-edition bottle could also be available at selected clubs and events, for example as STËLZ bottle service.
The shoot for the campagne feels glamorous, but with a satirical, chaotic twist. One of the campaign images can be a nod to the iconic Kim Kardashian shoot, potentially featuring Monica Geuze as the model. Other Dutch celebrities could also be featured who feel completely out of place in such a glamorous, sexy setting.